NiSource employees, like Service Technician Colby, drive more than 60 million miles each year on company business.

At Fortune 500 energy company NiSource, safety is not just a priority, it is one of the company’s core values. This not only applies to the services NiSource provides to 3.5 million natural gas customers and 500,000 electric customers across seven states, but also to the company’s 8,000 employees, all of whom are committed to driving a total of about 60 million miles this year without using mobile devices.

NiSource is one of a growing number of companies that have eliminated mobile device use while driving. Under a policy instituted last year, employees are not allowed to use their cell phones while driving— including those devices that are hands free. According to Phil Wilson, vice president and general manager of NiSource subsidiary Columbia Gas of Virginia, it was a big move, but one that was absolutely necessary.

“Our employees have one job when they’re behind the wheel— driving,” Wilson said.

Columbia Gas of Virginia serves more than 260,000 customers spread across 91 communities. Since much of the company’s employee time is spent out of the office, more and more employees were placing themselves in potentially dangerous situations, taking conference calls or other work related phone calls while driving. They realized something had to be done.

NiSource’s executive leadership team made the decision to ban all cell phone and mobile device use while driving on behalf of the company, a rule that stretches all the way from the CEO to the field employees. “We felt like from a corporation standpoint, a company that wants to be a top-tier safety organization, that… we could not get where we wanted to be as an organization without addressing this head on,” Wilson said.

NiSource leadership encourages employees to embrace its safety culture not only on the job, but at home as well.

“All of our employees had potential distractions in their vehicles, including cell phones, mobile data terminals, computers and pagers. We felt that it was important to send a strong and clear message about the importance of eliminating those distractions we could control, so that we could focus on driving defensively and being prepared for what we can’t control,” Wilson explained when describing how executive leadership came to the decision to go completely hands-free while driving.

Like implementing any new initiative, introducing the ban on mobile device use had its challenges, but Wilson stated it was met with support from employees.

“Any time there is change and you’ve been operating in [a certain] mode for a while, it does take time to transition just because that’s the way you’ve always operated. However, you can’t deny the safety message that it sends, not only to our front-line folks, but also to the leadership team,” Wilson said.

“We are a very heavily safety sensitive organization,” Wilson reiterated. “We all supported [the new initiative], it just took a little time for us to adjust, to make sure that we continue to be productive and stay safe.”

Despite what others might assume, Wilson stated that this new policy has not had any negative effects on the organization’s productivity. “Our executive leadership made the decision to say ‘It’s okay, you don’t have to participate in that call, you might be a little late and we understand. Take the time you need to pull off on the side of the road to a safe place to get connected if you need to, but not while you’re driving,’” he explained. “We’re an emergency response organization and we ask that [our employees] get there as soon as safely possible, focused on the most important task at hand— including driving. From a productivity standpoint I can’t say that we’ve seen anything significant, or even marginal, as a result of the ban— except for an improvement in our driving.”

NiSource executive, Phil Wilson (center) speaking at the National Transportation Safety Board’s 2nd Distracted Driving Roundtable in April about his company’s total cell phone ban

Morgan Steward is a junior Communication and Media Studies student at Fordham College Lincoln Center, where she is the editor-in-chief of The Observer. Born in Beaumont, TX, she moved to New York City to pursue a career in the media. After being involved in a car crash as a senior in high school, Morgan is now passionate about advocating for safe driving.

What people are saying about the presentations:

“ No more phone out in the car for me. I told my kids they would not be seeing me using the phone in the car again. ”— Mary Zambri, Executive Director, Trial Lawyers Association of Metropolitan Washington D.C.

“Normally I start texting as soon as I get in my car after the game, but after the talk today, I am not texting when I get in my car and leaving the wrist band in my car as a reminder”— from a cheerleader at University High School, Baton Rouge LA.

“These presentations have been a wonderful combination of thought-provoking conversations, videos, student participation, and quality information sharing … On a personal note, every year after the presentation, I have walked away with a renewed passion for life, and for making incremental changes in the way I live and drive. I strongly recommend that schools and other organizations engage in this influential assembly.”— John Perella Headmaster, Medford High School, Medford, MA

“It was a fabulous presentation, well organized and certainly a most important topic that needs to be addressed in this fast moving technological world of ours. The girls thoroughly enjoyed hearing from all of the presenters and told me how much “it made them think”. One of the teachers told me yesterday that he thought it was the best assembly that we have had!” —Chris Kaiser, Dean of Students, Notre Dame Prep, Towson, MD

"I'm continuing to hear excellent feedback from both faculty and students. Many students are telling me that they really enjoyed the interaction, and that you're an alum. A lot of teachers are telling me that the message was right on point. I actually received two emails from teachers over the weekend that said they are now thinking twice when driving!" —Christopher Romero, Central Catholic High School, Lawrence, MA

“[Thank you to John McKiggan for speaking to ] our Grade 9 students. Your message of the awful consequences of distracted driving was heard by our students and staff. The videos really engaged them and made them think. The demonstration of a distracted driver and what students/passengers can say was perfect! Many students returned the sheets and I therefore know they had a conversation with their parents/guardians.”— J.W. Halifax, Nova Scotia.

“ I presented to 450 sophomores at my alma mater, St. Xavier High School, in Cincinnati, the largest, all boys Jesuit high school in the US. It was a grand success and I had a wonderful time... the President and development director have already asked me back next year. The energy and feedback were incredible and powerful.”— Mark Kitrick. Esq Cincinnati, OH.

“ Prevention is ultimately the primary "cure" for the devastating injuries we see. This message has the potential to prevent many of the pediatric spinal cord injuries that happen in this country; this message needs to be delivered and acted upon. ”—Occupational Therapist, Shriner’s Hospital, Philadelphia.

“WOW! What a refreshing experience! Today is one of those days where you feel good about what you do and even better about what you have done knowing that you might just have saved a life. The kids were really excited and participation was excellent. One of the most rousing responses came when I fessed-up to being a distracted driver in my past. I made the confession in my opening remarks and it was smooth sailing from there. ”— George Boath, Esq. Stratford CT

“ I just presented to Nichols School's Upper School students and feel completely charged from the experience. The kids loved the message and the faculty couldn't have appreciated it more. It's great to volunteer with this incredible initiative.”—John Bair, Milestone Consulting, LLC, Buffalo, NY.

“ In a few days, I’m getting my license and I’m not going to be a distracted driver. My mom will text and drive a lot and it freaks me out. If something is that important, have the passenger text for you. ” —Gabby

“ I spoke at Andrew Jackson Senior High in Jacksonville, Florida. One young lady, watching the bus driver filling out papers and driving with his knees, said “My mama does that.” (Frankly, that surprised me.) She became my assistant, holding the microphone up to the AV equipment so it could be heard by everyone. The teachers stayed in the auditorium and were very pleased with the level of participation. ”—Wayne Hoganl, Esq, Jacksonville, FL

“ I spoke to several students about the role-play scenario you did on stage, and they all agreed they find it difficult to confront their parents about texting while driving. Thank you so much for bringing such a poignant issue to our community. I work with teenagers all day, so I know that decision making is often very difficult for them. Your compassionate and thoughtful presentation has changed behaviors. ” —Joel Dankoff, Student Council Advisor Friends' Central School, Wynnewood, PA

“ After the presentation a student came up to me and thanked me for coming to the school. He then shared that his parent had killed someone when driving distracted. He shared his feelings from the perspective of a young man who watched the aftermath of the tragedy his parent caused and indicated how that changed his parent’s driving behaviors and how that has affected this young man—who does not drive distracted now. ”— Chris Marzzacco, Esq. Harrisburg, PA

“ Went great! [Spoke to] sixty students from the alternative high school. Looking forward later this month when we hit all 5 of the area public and private high schools. The program is certain to change behaviors and the way that people look at distracted driving. We made a definite impact on our students, but I think we also got the attention of the teachers who saw the presentation. Thanks again for your help, and for putting this program together.”— Mike Williams, Esq. Fargo, ND

“ Young people often are reluctant to speak up because they do not have the words to do so. The role play scenarios empower young people by providing them with the tools to advocate for themselves when they are put in an unsafe situation such as driving with an individual who is distracted. ” — Mark Fifer, The Haverford School, Haverford, PA

“ I felt when the young drivers were sharing their own poor choices this was very helpful to the cause—the students were pretty attentive; participated and shared experiences; and were respectful. I wasn’t sure at first if they’d open up, but they did. I should add that the videos about Mr. Feldman’s daughter and the sister speaking of her text to her older sister at the time of a fatal wreck were powerful and made a true impact on the kids. ”—Tim Pickell, Esq Westwood, Kansas

“ The presentation made me realize that all those little things while driving make a big difference. When you are driving distracted you not only put your life at risk but everyone around you. I want to do something to stop these deaths and it has to start with myself. I’m going to make an effort to not let myself be distracted and to let others know too. ” — Morgan

“ Seeing the pink EndDD.org bracelets on my daughter’s (now 6&7 years old) tiny wrists was a surprisingly powerful reminder that it only takes a moment to change your life, and perhaps take someone else's. I would look into their eyes and very quickly think... there is simply nothing more important to me than these girls. No email, text, bite of a cheeseburger or any other momentary distraction compares to them - the comparison itself is beyond ridiculous, so why would I take such a risk. That was all it took. I put the cell phone down and stopped eating in the car, no more checking printed directions while driving, etc. I know that I am now a safer driver for these reasons. ” — Aaron Brown, Authentic 3d Summit, NJ

“ Yesterday after school my mom was texting while she was driving and I told her to put her phone away whenever the kids are in the car. And now this morning she left her phone at home when she was driving us to school. Thanks for saving lives! ” —Alfaro

“ I thought it was a really powerful assembly. She wasn’t there to yell at us, but rather spoke from experience about how terrible distracted driving can be. ” —Amanda Librizzi, Manasquan NJ

“ Young people understand, deeply, that cell phone us while driving needs to be "de-normalized" and even stigmatized. Young people want to be supported and encouraged in using their voices to "speakup" to others, including their parents, when they feel unsafe about distracted driving. They need information, support and encouragement from us to do this. ”—Scott Blumenshine, Esq. Chicago, IL

“ Getting into a car or bus with anyone who is not a concentrated driver is putting yourself at risk no matter how experienced the driver may be. And you should let the person know that you don’t feel safe and offer to text for them or ask them to put their phone, makeup, IPod anything that is the distraction away. It can happen to anyone. ” — Hanna

Students & Drivers So Far

400,000

EndDD.org’s Awareness Initiative has reached more than 400,000 in 45 states and several Canadian provinces.